StudentShare solutions
Triangle menu

Advertising Agency - Essay Example

Nobody downloaded yet

Extract of sample
Advertising Agency

To create a successful advertising campaign to stimulate consumer interest, target groups, objectives, campaign communication and expectations, along with communication strategy must be considered for both companies.The target group for the first, smaller company is sportsmen who use food supplements as part of their regimen. The objective of the campaign is to increase sales to such sportsmen through the specialized selling shop, sales representatives, and over the internet. The advertisement should communicate to sportsmen that the food supplements sold by the small company are necessary for increased sports performance. The expectation of this advertising campaign is that sales will increase through the positive message about food supplements from this particular company. The company is small, therefore, the communication strategy is limited only by the company's advertising budget. Internet "ad banners' and small magazine advertisements in sportsmen magazines is a strategic and cost effective way to successfully market this small company's food supplements.The target group for the second company, a large, multinational organisation is a wide variety of consumers, as this company's main staple is detergent. The objective of the campaign is to increase sales by keeping the company's detergent on the minds of consumers. The advertisement should communicate to all consumers that the detergent sold is superior to other detergents on the market. The expectation of this advertising campaign is that sales and demand will increase for the company's detergent. The company is large, and therefore, has a large advertising budget, so a mass media campaign will be continued, over the internet, broadcast media, and print media.
Certain techniques are used by advertising agencies and/or advertisement producers to promote creative ideas, which include "formulating advertisement objectives; designing an advertising budget; making creative decisions; choosing a media strategy and evaluating the advertisement" (Shank, 2001, p. 325).
Advertisement objectives are usually categorized as either direct or indirect. Direct ad objectives, such as advertising to end user consumers and sales promotion advertising, are designed to stimulate action among consumers of a certain type of product. On the other hand, indirect objectives create consumer awareness and provide information to consumers.
After each objective has been determined, budgets are considered for the ad campaign. "Budget techniques such as competitive parity, objective and task, arbitrary allocation, and percentage of sales are commonly used by advertisers" (Shank, p. 325).
The next step is to make the creative decisions that will identify the ideas and the concepts that will be used in the advertisement. In order to develop the concept for the ad, benefits of the product must be identified, ad appeals are designed, and ad execution decisions are made.
Next, a media strategy is formed, including decisions about what medium for advertisement will be most effective and target the market consumer. Finally, the ad is evaluated to determine whether it will fulfill its purpose of increased awareness and sales.

Task B
Another method of understanding target groups, the core message of the advertisement, communication, and art elements of the advertisement is to observe two (2) examples of advertising campaigns. The first ad is for Calgon, a water softener that is touted to protect washing machines from sediment build up. The second is for Aquila, a mineral water that releases harmful chemicals from the body with every sip. ...Show more


An advertising campaign contains several interrelated steps.For example,two companies in the Czech Region,one a small regional company and the other an established multinational company will utilize two different advertisement campaigns …
Author : amyschaden
Advertising Agency essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Advertising Agency"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Advertising promotion
“I’ll Run for you” is a service which Darla Domke aims to provide to her family, friends and neighbours by running errands for them. Darla has been living in the same area for years and as a result she is familiar with the shop owners, the service providers and the shortest routes anywhere in the neighbourhood.
4 pages (1000 words) Essay
Agency or in house advertising
These factors will assist the company before and during the formulation of marketing and advertising strategies. After reviewing the case, an analysis has been done which is mentioned in the subsequent sections of this paper. They are: Lack of Expertise in Relevant Field Improved Technological Features such as Graphics, Animation etc Improved and Unique Advertisement Concepts/ Ideas etc Changing Trends in the field of Advertisement Protection from communication mistakes in messages, which are delivered through advertising.
8 pages (2000 words) Essay
Euro RSCG Worldwide Named Largest Global Advertising Agency
This ties in closely with understanding the target audience and what they are actually looking for when selecting between different competing brands. For example, the class notes identify that many companies will select
2 pages (500 words) Essay
Brand launches by agencies, an arrogant pursuit of tactical opportunism which misunderstands the core competences of an advertising agency or a profitable opportunity to earn respect from clients
Deploying tactical opportunism can knock the wind out of the salability metrics of an ad agency. Research initiatives on branding of products or consumer durables have
20 pages (5000 words) Essay
Developing In-house Advertising Agency
Since the decision of advertisement responsibility for ‘I’ll Run for You’ agency is suggested to be an outside advertising agency, therefore no substantial resources are required. If the client had been recommended to pursue in-house marketing and advertising campaign then required resources would be considered such as hiring, research and etc.
7 pages (1750 words) Essay
Agency Dream Position for Advertising
In addition to this, they also produce original, clear and credible ideas, messages, scripts plus monitoring campaign effectiveness. A copywriter also writes
1 pages (250 words) Essay
This is recommended primarily on the basis of the fact that currently Darla is facing the recognition issues. She expects that her services of cooked food would be well accepted by her customers. However, reaching to the target market is the most
5 pages (1250 words) Essay
Television advertising
ers to marketing approach of placing a commercial program on television; organizations produce and pay for advertisements to be broadcast on TV to convey certain messages for the sole purposes of marketing their products or services to the prospective consumers. Television
4 pages (1000 words) Essay
Boswell Agency; Structuring of an Advertising Agency
Being an independent agency that seeks to deliver its services in a broad spectrum of accidents and inevitable circumstances, the agency articulates the advertisement approach as a cost-effective and an appropriate one because of the
1 pages (250 words) Essay
Evaluate an advertising agency's promotional management. Do you think there is a potential conflict between different job responsibilities Why or why not How have agencies tried to resolve these problems
The advertising agency comprises of a body of professionals who concentrate on advertising (Trehan M. & Trehan R. 2007, p.166). This paper will discuss an
3 pages (750 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us